Columnists

The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday Season

ColumnistsNov 10, 2021

The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday Season

Jewelers need to check their marketing plans twice to ensure they’re not making any of these errors, Emmanuel Raheb writes.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Every jeweler knows the busiest time of year is the holiday season, the period from November to January when consumers are celebrating engagements and shopping for gifts for loved ones.

This is your prime selling season, and you’ll want to maximize your efforts to get the most out of every marketing dollar.

According to recent studies, online shopping represents between 18 and 20 percent of all retail sales globally and this number is only expected to grow.   

Whether you’re actively selling online or using digital marketing to drive foot traffic into your jewelry store, you’ll want to avoid these five holiday marketing mistakes.

1. Not investing enough in paid advertising
Digital marketing can produce fantastic organic results to reach your audience. But remember, you’re dependent on Google and Facebook’s algorithms to make things “go viral.” The only way to guarantee that someone sees your content is to pay for it.

One of the best ways to invest in your paid advertising is to create a custom audience based on your Facebook followers.

You can also use the demographics and profile data of your existing customer base to go after people who are similar to your current customers. Like birds of a feather, jewelry buyers tend to flock together in the same social groups. Custom audiences enable you to reach customers who are receptive to the styles and brands that your jewelry store carries.

Another good method of paid advertising is to target previous website visitors and segment them based on user behavior. 

Anyone who added a product to your shopping cart is a prime target to go after. With a remarketing ad you can remind and encourage these reluctant buyers to come back to your site to complete the sale. 

There is a return on investment you can immediately see, and this type of ad easily pays for itself.

2. No marketing plan going into the holiday season
You should have mapped out your holiday marketing strategy back in the summertime. It takes time to coordinate all the pieces to create successful campaigns. You need marketing assets such as text, images and video. You also need to know which styles to feature and what format your ads will be. 

If you haven’t yet, stop now and take time to plan your marketing until the end of the year.  There are still things you can accomplish if you make the holidays a priority at your jewelry store.

If you don’t have the resources now, then shift your focus to New Year’s.  Start next year off on the right foot which will help carry you throughout the year.

3. No special holiday offers
Part of what makes the holidays so special are all the great deals everyone has. Promotions are no longer an option; consumers expect them. 

Offers are what draw people to your website or jewelry store. You need something to promote that stops them dead in their tracks and makes them want to know more.  

People have a lot of options to choose from, not only from competing jewelry stores but also with other categories. Jewelry often competes with electronics, fashion handbags, and, this year again to an extent, “experiences,” such as spa treatments, vacations, etc. 

A good holiday offer can mean the difference between someone buying jewelry or giving serious consideration to another gift.

 Related stories will be right here … 

4. Not optimizing your site for mobile
Think of the last time you needed to visit a website. Did you use your desktop computer, or did you simply reach into your pocket and pull out your phone? 

User behavior has changed. The whole world is now at your fingertips with unlimited knowledge and jewelry styles to choose from. 

E-commerce sales are expected to be more than 50 percent mobile driven in 2021, which is a first. 

Desktops aren’t going away entirely but they’re just not how many people shop online anymore. The phone is now king!

5. Missing out on chances to up-sell or cross-sell your products
With every item you sell, you should use it as an opportunity to up-sell or cross-sell other products.  

When someone buys a necklace, why not suggest matching earrings?  

When someone buys a bracelet, why not encourage them to buy more and create their own jewelry stack? 

When someone buys a few items of the same style, why not encourage them to explore the full collection? This exposes more opportunities to make sales and increases the average order amount.

Remember, your best source of new orders are always your existing customers. 

First-time buyers are 27 percent likely to come back to your business, but second- or third-time buyers are 54 percent likely to return. There’s a familiarity there. Your customers already know, like and trust you! Use it to your advantage.

In conclusion, the holidays are your time to shine.  

Avoid these 5 marketing mistakes and improve your campaigns.

Analyze what worked in past years and vow to do things differently this year. And avoid a rushed and haphazard approach by taking time to truly understand your audience and outline what your marketing goals are.  

By making the holidays a priority in your jewelry business, your customers won’t be the only ones celebrating.

The Latest

MajorsJan 30, 2023
10 Jewelry News Stories You Might Have Missed

A column detailing how independent jewelers did last year and the top watch brands of 2022 were among the most-read stories last week.

FinancialsJan 27, 2023
Tiffany & Co. Shines for LVMH in 2022

Acquired in 2021, the brand’s high jewelry sales have doubled and its new “Lock” collection was an instant hit.

MajorsJan 27, 2023
Diamond Council of America Appoints Treasurer, Board Member

Executives from Fred Meyer Jewelers and Riddles Jewelers have filled the roles.

Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern Grading

De Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.

CollectionsJan 27, 2023
Piece of the Week: Heavenly Vices’ Lock Necklace

The Victorian-inspired design is a functional lock and key.

Weekly QuizJan 26, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Supplier BulletinJan 26, 2023
JA New York Spring Brings the Industry Together

For over 100 years, JA New York has played an integral role in facilitating the evolution of our industry, while also honoring past traditions.

TrendsJan 26, 2023
At Vicenzaoro, Paola De Luca Gazes Into Jewelry’s Future

The trend forecaster and her guests explored unconventional jewelry designs, NFTs, AI art, and more during her Trendvision presentation.

Brought to you by
De Beers Institute of Diamonds Expands to Offer Education

De Beers is sharing over 130 years of experience and expertise through the De Beers Institute of Diamonds with a selection of courses.

CollectionsJan 26, 2023
NDC and Lorraine Schwartz Announce New ‘EDDI’ Class

The Emerging Designers Diamond Initiative provides diamond credit and mentorship to young brands helmed by BIPOC designers.

IndependentsJan 26, 2023
Lee Michaels Fine Jewelry Set to Open 10th Store

It will be located in San Antonio’s Alamo Quarry Market and will be Lee Michaels’ third location in the city.

Policies & IssuesJan 26, 2023
Diamonds Do Good Names 10 to Board of Directors

Stephanie Gottlieb, Jewelers Mutual’s Mike Alexander, and Craig Rottenberg of Long’s Jewelers are among the new board members.

WatchesJan 25, 2023
These Were 2022’s Top-Selling Watch Brands, Chrono24 Says

Rolex remained No. 1 while a brand known for its pilot watches slipped into the No. 5 spot.

MajorsJan 25, 2023
John Hardy Names New CEO

Luxury retail executive Frédéric Levy has taken on the role.

Events & AwardsJan 25, 2023
Couture DAC Accepting Applications for Mentorship Program

Jewelry designers have until early February to apply to take part in Couture's Diversity Action Council program.

CollectionsJan 25, 2023
Stephanie Gottlieb Announces First President, CCO Hire

Morgan P. Richardson joins from La Perla.

Policies & IssuesJan 25, 2023
PGI’s New Portal Wants to Teach You About Platinum

The new portal will share information on responsible platinum sourcing and how it’s used beyond jewelry.

SourcingJan 24, 2023
Tiffany Buys 35 of the Last Diamonds Recovered From Argyle

Purchased directly from Rio Tinto, the collection consists of pinks, purples and one red, none larger than 1.52 carats.

GradingJan 24, 2023
GIA and AGS Launch Diamond Light Performance Supplement Report

The AGS Ideal Report by GIA is a digital-only addition to GIA diamond reports.

MajorsJan 24, 2023
WJA Announces New International Board Members

The seven newcomers include executives from David Yurman, De Beers, and GIA.

EditorsJan 23, 2023
Designers to Watch in 2023: Aurelia Demark

The designer finds the modernity in classic motifs and family heirloom jewels.

Policies & IssuesJan 23, 2023
Melanie Grant Named Executive Director of RJC

She has more than 20 years’ experience in watches and jewelry, and says sustainability is the “greatest single issue” facing the industry.

Policies & IssuesJan 23, 2023
AGTA Forms Committee to Standardize Industry ‘Sustainability’ Terms

Its focus are words like “sustainability,” “ethics,” and “responsible sourcing.”

IndependentsJan 23, 2023
10 Jewelry News Stories You Might Have Missed

Another “Designer to Watch” and Kim Kardashian’s auction purchase were among our most-read stories.

MajorsJan 20, 2023
Quality Gold Acquires Herco

Herco President Reuven Itelman is retiring and selling the company, which will relocate to Ohio from California.

Lab-GrownJan 20, 2023
Siobhán Duffy Promoted to Chief Executive of Element Six

She was previously the executive director of sales and marketing for the De Beers Group-owned company.

TrendsJan 20, 2023
Piece of the Week: Loquet London’s Lunar New Year Charm

It’s from a new collection of charms designed to go in the brand’s signature lockets.

IndependentsJan 20, 2023
Edge Retail Academy Announces Annual Award Winner

Lonnie Iannazzo of Vincent Anthony Jewelers is the 2022 William (Wag) Wagner Business Excellence Award recipient.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy